333333333 ushered in the Double 11
has no eternal rules, only eternal user feelings.
As the most important e-commerce promotion of the year, the double 11 record determines to some extent whether merchants can "collect three or five dou more" throughout the year; and for users, their requirements for Double 11 are getting higher and higher.
For this reason, Tmall Double 11's face is also secretly changing this year. The first change of
is that the sales time of Double 11 is more user-friendly.
In previous years, the platform and merchants, out of the "sweetness", focused on releasing the welfare of the platform and brand at zero, because the difference in unit prices between the goods before and after zero is like a gap. Staying up late and waiting until zero is started to rush to buy, which has become the norm for many people during Double 11;
This year, Tmall Double 11 has set the pre-sale time for the first time at 8 pm on October 24, which has brought two new changes: one is that the entire Double 11 cycle has been shortened by 4 days, and the process of Double 11 has become more compact, reducing the degree of fatigue between merchants and users; the other is that the clock for Double 11 is adjusted from zero to 8 pm, greatly saving consumers' physical strength. For consumers, this is undoubtedly a more friendly move.
In fact, Tmall made the decision to start grabbing at 8 o'clock on Double 11, which was very risky.
We know that it is difficult to change a person’s view; it is even more difficult to change a person’s habits!
In the past ten Double 11 sessions, the 0-point snatch was retained because of the welfare release point. It is precisely because of this that opening at zero has become an indispensable ritual in the minds of many users: it seems that only by waiting until opening at zero, the taste of Double 11 will be stronger.
So, why did Tmall break the tradition abnormally and advance the Double 11 opening time until 8 pm? The main reason for
is that users’ shopping mentality has changed, and the context of opening a rush at zero has also fundamentally changed.
With the intensification of competition among e-commerce platforms, especially the rise of live broadcast platforms, in some live broadcast rooms, users can grab the same product at a lower price than Double 11. The price advantage of traditional e-commerce platforms no longer exists. In this context, the zero-point snatch that "will be more obvious" has lost its original meaning.
Therefore, many e-commerce platforms, including Tmall, simply took the Double 11 start time in advance, starting from improving user experience, and bringing consumers back to the main battlefield of Double 11.
27 days of price guarantee and orders with multiple addresses. The rules of Double 11 are more transparent
Of course, the advancement of Double 11 opening and grabbing time also reflects to a certain extent the decline in the attractiveness of Double 11 as the only two e-commerce promotions to users.
Analysis, Double 11 is no longer so "scent" in some users' minds. There is an important reason: the marketing efforts are too strong.
In previous years, Double 11 has not arrived yet, and various complex rules about building buildings, full discounts, super red envelopes, and shopping gold inflation have filled major social platforms. These rules have a common feature: there are thousands of algorithms for , and we can meet each other by chance. In the end, users will find that these so-called discounts and concessions are actually loud and the raindrops are small, and the discounts they really bring to consumers are not that big.
For example, the platform claims to be a 50 yuan discount for every 200 yuan spent, but it has clear restrictions on the purchased products. If it is not within the scope of the products designated by the platform, it will not be able to enjoy this discount at all. Under this setting, products that meet the discount conditions are all products that consumers do not need.
For example, many so-called products that can only enjoy discounts during Double 11 have increased by more than 50% compared with usual price. After the actual price comparison, the prices of products during Double 11 are more expensive than usual.
All of these add to consumers' full "routines" about Double 11.
At this time, only by deleting the complexity and treating consumers with more transparent rules and greater sincerity can they change their overall impression of Double 11.
So, this year's Double 11, many people have found that many of Tmall's rules have been transparent to the point of impeccable:
Upgrade shipping insurance: Starting from October 19, Tmall upgrades shipping insurance rights, users will be free of shipping for unconditional returns, even if they are overweight and have postage, they will be exempted as required - this year's Double 11, you can finally return and exchange without any worries.
4 The insurance time was extended to 27 days: Previously, Tmall's price insurance period was only half a month. This year, Double 11, while the overall process of Double 11 was shortened, the longest price insurance time was extended to 27 days, giving users more time to observe the price insurance.
That is to say, in the nearly one month after placing an order, if users find that the price of the goods after payment during Double 11 has been reduced and feel that they are "expensive to buy", they can use the new price insurance rules to gain more benefits for themselves.
. In response to the issue of first raising prices and then lowering prices during the big promotion period, Tmall has also adopted the "strictest" punishment method in history: once is discovered that merchants have such behavior, merchants that have not been rectified in time will be kicked out of the Double 11 event!
It is worth mentioning that this year's Double 11, Tmall also launched a more humane measure: multi-address merging ordering function.
In fact, when many consumers encounter the products they like when they come across their favorite products, they also want to "bring one" for their family and friends, but they are restricted by being separated from their families and friends, and they are very difficult to operate. This year, Tmall launched the multi-address merger and ordering function, which can directly add different addresses to different products and then merge them into one order to place orders, which can be said to have achieved the ultimate user insight.
Following the changing era, we found a new breakthrough direction
During Double 11, orders exploded on a large scale, putting higher requirements on logistics services.
For logistics services, Tmall launched the Double 11 logistics plan this year, comprehensively ensuring the smooth flow of logistics during Double 11 from different aspects.
First of all, the delivery team of Tmall Double 11 is even larger.
In addition to quad-one-date , which is the "standing army" of Tmall Double 11, under the background of opening up the boundaries of the Internet, some new faces have appeared in Tmall Double 11 this year, such as Jitu, Debang , etc., which is a new situation that has not happened before on Double 11. The huge logistics and distribution team brings stronger transportation capacity, jointly speeding up Tmall Double 11.
Secondly, the service method is more flexible.
In response to different user service needs, this year Tmall Double 11 has more diversified logistics and distribution methods: Cainiao direct delivery with higher matching efficiency for products placed on Double 11 as soon as possible; users who cannot get time to receive goods can choose the franchise Cainiao Station ; those who want to replace and upgrade home appliances at home while Double 11 have large-scale delivery services from Debang Logistics.
There is also, and the service guarantee is even more powerful.
This year, Tmall Double 11 launched a big move in service guarantee: delayed delivery automatic compensation service, which is unique among the logistics and logistics services of previous Double 11. At the same time, various express delivery companies have launched Double 11 combat rooms to comprehensively and in real time supervise logistics performance in terms of delivery signing and delivery collection.
Only with the changing era can we find a new breakthrough direction.
Overall, there is no need to stay up late, price guarantee services are upgraded, rules are more transparent, and logistics are more guaranteed. The reason why Tmall Double 11 has brought such "big moves" is mainly because the times are changing, consumers' service needs are changing, and the platform's services must also change.
Double 11, which keeps pace with the times, is worth looking forward to!
Author | E-commerce Jun